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Targeted Advertising Technologies in the ICT Space : a Use Case Driven Analysis.

Author: Christian Schlee
Publisher: Dordrecht : Springer, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
In recent years, the field of information and communication technology has started to change dramatically. Carriers are threatened by high revenue losses requiring them to identify new revenue potentials beyond their core business. Targeted advertising can be one of these revenue opportunities. Christian Schlee provides a broad overview of the latest developments and trends in targeted advertising in the ICT space.  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Schlee, Christian.
Targeted Advertising Technologies in the ICT Space : A Use Case Driven Analysis.
Dordrecht : Springer, ©2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Christian Schlee
ISBN: 9783834823960 3834823961
OCLC Number: 862048989
Notes: 5.2.3 Identity Management in the Telco Domain.
Description: 1 online resource (356 pages)
Contents: Preface; Abstract; Table of Contents; List of Figures; List of Tables; List of Abbreviations; 1 Introduction; 1.1 Motivation and Problem Definition; 1.2 Methodology; 1.2.1 Structure of the Book; 1.2.2 Interview Proceeding; 2 Definitions and Related Work; 2.1 Foundations of Targeted Advertising; 2.1.1 Targeted Advertising as Part of the Personalization Process; 2.1.2 Definition and Types of Targeting; 2.1.3 The Business Environment of Targeted Advertising; 2.2 Use Case Basics; 2.3 Basic Technology; 2.3.1 IPTV Basics; 2.3.2 Mobile Communication Basics. 2.3.3 Implications for the Use Case Development2.4 Standardization Efforts in the Environment of Targeted Advertising; 2.5 Definition of Ad Formats; 2.5.1 Web Advertising Formats; 2.5.2 IPTV Advertising Formats; 2.5.3 Mobile Advertising Formats; 3 Use Case Identification and Description; 3.1 Targeted Web Advertising; 3.2 Targeted Advertising in the IPTV Environment; 3.2.1 IPTV Display Advertising; 3.2.2 IPTV Ad Insertion; 3.2.3 EPG Advertising; 3.2.4 Personal TV Channel Advertising; 3.3 Targeted Advertising in the Mobile Environment; 3.3.1 Mobile Web Advertising; 3.3.2 Message Advertising. 3.3.3 On-Device Advertising3.3.4 Mobile TV and Video Advertising; 3.4 Targeted Advertising in Converged Scenarios; 3.4.1 Targeted Advertising in a Triple-Play Environment; 3.4.2 Dynamic Ad Replacement in Pre-Recorded Content; 4 Technological Use Case Analysis; 4.1 Targeted Web Advertising; 4.1.1 Players in the Web Advertising Environment; 4.1.2 Use Case Actors in the Targeted Web Advertising Platform; 4.1.3 Targeted Advertising on an Operator Web Portal; 4.2 Targeted Advertising in the IPTV Environment; 4.2.1 Players in the IPTV Advertising Environment. 4.2.2 Use Case Actors in the IPTV Targeted Advertising Process4.2.3 IPTV Display Advertising; 4.2.4 IPTV Ad Insertion; 4.2.5 EPG Advertising; 4.2.6 Personal TV Channel Advertising; 4.3 Targeted Advertising in the Mobile Environment; 4.3.1 Players in the Mobile Advertising Environment; 4.3.2 Use Case Actors in the Targeted Mobile Advertising Process; 4.3.3 Mobile Web Advertising; 4.3.4 Message Advertising; 4.3.5 On-Device Advertising; 4.3.6 Mobile TV and Video Advertising; 4.4 Targeted Advertising in Converged Scenarios; 4.4.1 Targeted Advertising in a Triple-Play Environment. 4.4.2 Dynamic Ad Replacement in Pre-Recorded Content5 Analysis of Key Building Blocks in Targeted Advertising Technologies; 5.1 Generic Description of a Targeted Advertising Platform; 5.1.1 Content Categorization and Tracking; 5.1.2 Profile Generation and Enrichment; 5.1.3 Targeting and Recommendation; 5.1.4 Campaign Management and Ad Selection; 5.1.5 Reporting and Feedback; 5.1.6 General Implications for Targeted Advertising Implementations; 5.2 Identity Management Issues; 5.2.1 Identity and Related Concepts; 5.2.2 Description of Identity Management Models.

Abstract:

In recent years, the field of information and communication technology has started to change dramatically. Carriers are threatened by high revenue losses requiring them to identify new revenue potentials beyond their core business. Targeted advertising can be one of these revenue opportunities. Christian Schlee provides a broad overview of the latest developments and trends in targeted advertising in the ICT space. The author focuses on the technological aspects of targeted advertising, but also covers business and legal aspects. He analyzes the most interesting use cases in the Web, IPTV, the.

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